Microsoft trademarks logo for on-demand IPTV service

Microsoft has filed for a new trademark that describes a system for watching …

Microsoft has filed for a trademark for software that will enable consumers to watch television and movies on-demand. The trademark itself is for a logo, described as "arrowheads diverging from disc." That's the boring part of the trademark, though. The goods and services described along with the trademark are what raises some eyebrows, as Microsoft hopes to offer software that will allow users to watch "broadcast-quality video and television programming" over their broadband Internet connections.

The described services sound similar to what Microsoft already has through its Microsoft TV. However, some have pointed out that the Microsoft TV already has its own trademarks, indicating that this recent application reflects Microsoft's other plans to expand its IPTV offerings.

If the trademark is talking about software for a computer, then it could be a service that more closely resembles Joost. Joost is the P2P video service that offers free, on-demand, ad-supported TV broadcasts to users of their software. It was launched last year as the Venice Project, but has since partnered up with Viacom, CNN, and CBS for some of its TV programming.

All we have to go on

However, the trademark description also mentions downloadable video content, as well as the ability to transmit photos, video, and music over their broadband connections. The software could also provide "digital video recording" abilities and offer a programming guide so that the user can see what will be available to watch. Based on these descriptions, it sounds as if the software is trying to marry the functionality of Joost to Microsoft's Media Center software.

Media Center already has the ability to record shows, view pictures, and listen to music, so adding on-demand TV or movie programming would be a natural extension of the software's abilities. A Joost-like service could also be incorporated into the Xbox's video offerings, rounding out the console as a full-on media center. In fact, Microsoft announced at CES this January that IPTV would definitely be making its way to the Xbox 360, and so speculation that the software could be tied to the Xbox may not be far off. Unsurprisingly, we're only left to speculate as to what the software might be used for, as a Microsoft spokesperson declined to comment to Ars about it: "Microsoft regularly files new trademark applications. We have nothing new to announce at this time."